Factors Influencing Customer Purchase Intention of Fitness Center Membership: A Case Study of MBA Students at Assumption University City Campus

Abstract

The increase of fitness center market attracts the investors as the health conscious trend of Thais that boom in last couple years. Numerous new health care businesses are coming to the industry. To keep the leader status in the industry and achieve business goal by increasing profit, the existing companies need to know their customers very well and serve their needs completely. This study aims to determine which factors and criteria influence customer intention to purchase in fitness center membership in central Bangkok area which has three brands , namely Fitness First, TRUE Fitness and Virgin Active. The variables in this conceptual framework are purchase intention (dependent variable) and number of branches, brand image, activity class, facility, staff service quality, price and demographic factors (independent variable). This present study uses quantitative research method and used data gathered from survey questionnaire from 152 respondents who are MBA students at Assumption University City Campus. The multiple linear regression is used for analyzing the statistical relationship between independent variables and dependent variable. The results of the study shows that price is the most influencing factor toward customer purchase intention in fitness center membership, followed by facility and number of branches. The management team can use this results for improving their products and services to be top of mind brand and compete in the intense competition.